International sport marketing : issues and practice /
edited by Michel Desbordes and André Richelieu.
- 1 online resource.
- Routledge research in sport business and management .
Introduction -- Major trends in the sport industry -- The sport brand -- The role of sport in destination branding strategies -- Marketing sport for development and peace : an introduction -- Sport events, economic impact and regulation -- Football club equipment manufacturers strategy and internationalization -- Be ready to be excited : the wWE's marketing strategy and economic model -- The establishment and management of sports arenas : a neo-marketing approach -- Conclusion : towards new horizons in global sports marketing.
How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business. The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector. International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
9780429055089 0429055080 9780429619687 0429619685 9780429621833 0429621833 9780429617539 0429617534
10.4324/9780429055089 doi
Sports--Marketing.
BUSINESS & ECONOMICS / Industries / General
BUSINESS & ECONOMICS / Marketing / General
SPORTS & RECREATION / General
GV716 / .I578 2019eb
338.47796
Introduction -- Major trends in the sport industry -- The sport brand -- The role of sport in destination branding strategies -- Marketing sport for development and peace : an introduction -- Sport events, economic impact and regulation -- Football club equipment manufacturers strategy and internationalization -- Be ready to be excited : the wWE's marketing strategy and economic model -- The establishment and management of sports arenas : a neo-marketing approach -- Conclusion : towards new horizons in global sports marketing.
How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business. The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector. International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
9780429055089 0429055080 9780429619687 0429619685 9780429621833 0429621833 9780429617539 0429617534
10.4324/9780429055089 doi
Sports--Marketing.
BUSINESS & ECONOMICS / Industries / General
BUSINESS & ECONOMICS / Marketing / General
SPORTS & RECREATION / General
GV716 / .I578 2019eb
338.47796